本文關(guān)鍵詞： 數(shù)字圖書 營銷策略 傳統(tǒng)媒體 整合營銷 體驗(yàn)營銷　出處：《鄭州大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：20世紀(jì)80年代以來,隨著電子紙技術(shù)、網(wǎng)絡(luò)技術(shù)、電腦技術(shù)的發(fā)展,數(shù)字圖書迅猛發(fā)展,有著逐漸代替?zhèn)鹘y(tǒng)紙質(zhì)圖書的趨勢,特別是隨著數(shù)字書閱讀器的出現(xiàn),數(shù)字書有了一個(gè)更廣闊的發(fā)展平臺。在美國,數(shù)字圖書出版社和經(jīng)銷商已經(jīng)開始獲得巨大的利潤,數(shù)字圖書也正在成為全世界出版商的的一座新的金礦,關(guān)系著他們的發(fā)展命運(yùn)。由于數(shù)字圖書館、讀書網(wǎng)站、電子閱讀器的紛紛涌現(xiàn),競爭趨于激烈,加之很多人們閱讀習(xí)慣改變緩慢及不太了解數(shù)字圖書,數(shù)字圖書的大力度、全方位營銷變得越來越重要、越來越迫切在眉睫。 截至目前,學(xué)者們對數(shù)字圖書的定義、優(yōu)缺點(diǎn)及發(fā)展中出現(xiàn)的問題研究較多,但以營銷視角進(jìn)行的整體研究卻鳳毛麟角。本文嘗試在對大量文獻(xiàn)內(nèi)容進(jìn)行分析的基礎(chǔ)上,從分析數(shù)字圖書的市場狀況、分析影響其營銷的因素出發(fā),利用內(nèi)容分析法、比較法、綜合法,根據(jù)傳播學(xué)、營銷學(xué)、圖書經(jīng)濟(jì)學(xué)和發(fā)行學(xué)等學(xué)科知識,對此具有實(shí)際應(yīng)用價(jià)值的問題進(jìn)行嘗試性研究,提出用傳統(tǒng)媒體營銷和網(wǎng)絡(luò)媒體營銷相結(jié)合的方法,用整合營銷理論指導(dǎo)數(shù)字圖書的出版和市場占領(lǐng),通過對現(xiàn)有紙質(zhì)舊書的數(shù)字化整理和優(yōu)化挖掘、產(chǎn)業(yè)鏈的融合、新市場的開發(fā),大幅度提升數(shù)字圖書的銷售量和盈利能力,為人民幸福的文化生活添磚添瓦。 本文以我國出版社和經(jīng)銷商的視角出發(fā),采用提出問題、分析問題、解決問題的思路,先嘗試分析數(shù)字圖書的營銷概況,然后詳細(xì)分析影響數(shù)字圖書營銷的諸多因素,接著概述與數(shù)字書營銷有關(guān)的新型營銷理論、網(wǎng)絡(luò)營銷理論,再以4p營銷理念中的市場定位、產(chǎn)品、價(jià)格、渠道、促銷策略試析數(shù)字圖書的營銷策略,最后對教育出版社、大眾出版社、專業(yè)出版社分別提出一些策略性建議。 此論文共分8個(gè)部分,正文部分約30,000字
[Abstract]:Since 1980s, with the development of electronic paper technology, network technology and computer technology, digital books are developing rapidly, which is gradually replacing the traditional paper books. Especially with the emergence of digital book readers, digital books have a broader development platform. In the United States, digital book publishers and dealers have begun to make huge profits. Digital books are also becoming a new gold mine for publishers all over the world, related to their development fate. Due to the emergence of digital libraries, reading websites and e-readers, the competition is becoming more and more fierce. In addition, many people's reading habits change slowly and do not know much about digital books, digital books, comprehensive marketing has become more and more important, more and more urgent in the eyebrow ciliary. Up to now, many scholars have studied the definition, advantages and disadvantages of digital books and the problems in their development. However, the overall research from the perspective of marketing is rare. Based on the analysis of a large number of literature, this paper tries to analyze the market situation of digital books and analyze the factors that affect their marketing. Based on the knowledge of communication, marketing, book economics and distribution science, this paper makes a tentative study on the problems with practical application value by means of content analysis, comparative method, comprehensive method and so on. This paper puts forward the method of combining the traditional media marketing with the network media marketing, using the integrated marketing theory to guide the publication and market occupation of the digital books, and through the digitized arrangement and optimization mining of the existing old paper books. The integration of the industrial chain and the development of new markets greatly enhance the sales volume and profitability of digital books and add bricks and tiles to the people's happy cultural life. In this paper, from the perspective of Chinese publishers and dealers, the author tries to analyze the marketing situation of digital books by putting forward problems, analyzing problems and solving problems. Then it analyzes the factors that affect the digital book marketing in detail, then summarizes the new marketing theory related to the digital book marketing, the network marketing theory, and then the market positioning, product and price in the 4p marketing concept. The marketing strategies of digital books are analyzed. Finally, some strategic suggestions are put forward to educational publishing house, public publishing house and professional publishing house. This paper is divided into eight parts, the text of which is about 30,000 words.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：G235

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相關(guān)期刊論文 前1條

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本文編號：1471078